Summer Camp(aigns) Part 2: Email and Nurture Tips and Techniques

Summer Camp(aigns) Part 2Email and Nurture: Tips and Techniques

Mike MaddenDemand Generation Program ManagerMarketo

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Housekeeping

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023


Four Focus Areas

Design Content

DeliverabilityNurture


Design

Design Content


1. Font2. Text Size3. Color4. HTML Buttons5. Branding6. Images


H1 – Bold, Legible and Decisive

H2 – Additional Details

CTA


Desktop MobileTablet


Alt TagsThe following elements have alt tags:

• Logo (top left)

• Social buttons (top right)

• Banner

Example Code:

<img src="http://pages2.marketo.com/rs/561-HYG-937/images/11319-YourMarketingAutomationChecklist-Email_564x355.jpg" alt="Your Marketing Automation Checklist" width="564px" height="355" border="0" />


What’s Better? HTML Buttons or Images Buttons?Control: Image CTA Test: HTML Button


The Inbox Looks a Little Different…Control: Test:


The Results:

5% Higher Open Rate

15% Higher click/open rate

20% Higher CTR


Resources for HTML Buttons

Here are a few simple, free websites for building HTML buttons:

• bestcssbuttongenerator.com

• dabuttonfactory.com

• css3buttongenerator.com


Design Principles Recap

Design Content


1. Less is more

2. Weight the message more than the image

3. Design for how people consume


Content

Design Content



The Power of Personalization


Leverage Data

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Send Size

Enga

gem

ent S

core

Source: 100s of Marketo campaigns


Behavioral Triggers


Behavioral Trigger Example


Behavior Trigger Marketo Example


Great Processes for Great Content• Peer reviews• Sign Offs• Check lists• Branding guidelines

Audience When you upload a list for the audience you want to send an email

to make sure all names are properly capitalized Make sure you exclude bad email values from your list Make sure you reference the most up to date field created by

marketing operationsContent

Remove B2B heavy language in favor of business type neutral language

Engagement engine spelt with a little e Speak to the broader Marketing Automation Platforms and not just

to software Be careful of dynamic content

Creative Make sure images are border = 0 Change the description for the images in image description

Campaign Make sure time is in correct region Schedule campaigns minimum an hour out so you have enough

time to make any changes if necessary


Content Recap

Design Content


1. Power of Personalization

2. Leverage Data

3. Utilize behaviors

4. Create processes


Nurture

Design Content


Aggregate Email Performance


ABCDE of Building Your Own Nurturing

1. Audience – Target market, sub segment, behavior2. Build a Team – Who is accountable?3. Channels – Multi-channel experience4. Define the Experience – Story arcs 5. Evaluate – Criteria for implementing nurtures

A - Audience

B – Build a Team

C - Channels


D – Define the Experience

What does success look like at different time points?

E - Evaluate

Nurture Program One

Set –Up Complete

Jan Feb Apr May Jun

Engagement Score = 70

4x the # of fast leads (<1 month)

compared to pre-nurture

2x the # of opportunities

With Optimizations,

Engagement Score = 80

May

2x the # of MQLs

compared to pre-nurture

Example:

Marketing & Salesalignment achieved

Touch lead nurture

ZEROIncrease in conversion

15%

Sales & Marketing Alignment DrivesLead Conversion

“The greatest benefit from Marketo is the ability to sync sales and marketing.”-Mark Lerner, Director of Marketing


Deliverability

Design Content



6 Best Practices for Email Deliverability1. Build trust2. Use responsible list building methods3. Choose a solid email marketing platform4. Manage your complaint rate5. Monitor your reputation metrics6. Be transparent


For a more in depth look at deliverability, check out our other webinar

7 Plays to Make Your Email Deliverability Unstoppable!

https://www.marketo.com/webinars/7-plays-to-make-your-email-deliverability-unstoppable/




Email Marketing Summer Camp

Design Content


• Less is more• Weight the message

more than the image• Design for how people

consume

• Power of Personalization

• Leverage Data• Utilize behaviors• Create processes

• A - Audience• B – Build a Team• C - Channels• D – Define Experience• E – Evaluate Critiera

• Build Trust• Build good lists• Good vendor• Complaint Rate• Reputation Metric• Transparency

Questions?Or send me an email:

[email protected]

https://www.linkedin.com/in/michaelmadden824

Date post:	16-Apr-2017
Category:	Technology
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Summer Camp(aigns) Part 2: Email and Nurture Tips and Techniques

Technology